Teaching concept

At Institute for Market-based Management Doing the right things“ and "Doing things right” are the secrets of successful management. This often means choosing from a multitude of possibilities with consequences only observable in the future. We offer the know-how for solving managerial decision problems in the area of market-based management by imparting specific knowledge (e.g. theories on consumer behavior, communication theory, decision theory) as well as by teaching how to apply quantitative methods and interpret the results.


Prof. Dr. Manfred Schwaiger

Prof. Schwaiger is head of the Institute for Market-based Management at LMU Munich. He has published numerous articles, book chapters and case studies, and is a Member of the Editorial Review Boards of the Journal of Public Policy and Marketing (JPPM), the Journal of Advertising (JA), and the International Journal of Advertising (IJA). His current research inter-ests include corporate reputation management, return on marketing, management communi-cations, consumer behavior and market research. 

Prof. Schwaiger holds a PhD in Marketing from the University of Augsburg. He has long-standing experience as consultant, chairman of supervisory boards and board member of several German companies.


Maximilian Niederberger-Kern

Research Assistant and Doctoral Candidate
Institute for Market-based Management at LMU Munich

Maximilian, born 1993 in Stuttgart, is a research and teaching assistant at IMM. He studied business administration and economics with majors in market-based management and strategic management at the Munich School of Management. Before joining the IMM, he worked as a student assistant at LMU and gained practical experience during internships in the insurance, logistics, and consulting industry.


Stephan Traut

Research Assistant and Doctoral Candidate;
 Institute for Market-based Management at LMU Munich

Stephan, born 1992 in Marktoberdorf, is a research and teaching assistant at the IMM. He received his bachelor and master degree in business administration from the Ludwig-Maximilians-University in Munich with majors in strategy and marketing. Stephan completed a business apprenticeship at Nestlé Germany and gained further practical experience at BMW Motorrad, Vodafone, and Deutsche Bahn.